Concert and match advertising on every viewer’s phone
A sponsor integration inside the light show: right after the show each participant sees the brand’s promo in the browser: a coupon, a free bet, a prize draw or a campaign page. Clicks are tracked in analytics. At the Krylia Sovetov match against Lokomotiv 32% of show participants clicked the Dodo Pizza promo
Who we have done shows with
- Krylya Sovetov FC: shows and prize draws at matches
- Pari NN FC: free bet after the show at a match
- Dodo Pizza: prizes and promo in a draw
- Sirotkin band: shows at two concerts, SummerSound and Roof Place
- Tatiana Navka’s ice show: screen show
- Nikolay Grinko’s concert: flashlight show
- TChK Theatre: show inside a play
Each line is a one-off project or activation, see the breakdowns with video in the cases
Event technologies
A synchronized light show from viewers’ phones: each screen and flashlight becomes a pixel of the shared picture
Works in the browser, no app download required
Works on whitelists, even when the internet is blocked
Flashlight sync without internet via ultrasound, no load on the mobile network
Mapping the picture from flashlights by row and seat or by geolocation
Pricing
Cost of an engaged contact
| Audience | Show price | Show participants | Cost per participant | Cost per click |
|---|---|---|---|---|
| 1,000 | $960 | ~166 | ~$5.8 | $19–23 |
| 5,000 | $3,900 | ~830 | ~$4.7 | $16–19 |
| 9,000, case | $6,180 | 1,493, measured | $4.1 | $14–17 |
| 27,000 | $9,810 | ~4,480 | ~$2.2 | $7.3–8.8 |
| 110,000 | $24,600 | ~18,260 | ~$1.4 | $4.5–5.4 |
Calculated with the price calculator at 16.6% engagement (measured at the Krylya Sovetov vs Lokomotiv match, numbers breakdown) and 25–30% promo conversion. For a sponsor this is the upper bound: the show is usually paid for by the organizer, while the sponsor position is sold as a separate package
Promo cases
Show and prize draw at Krylia Sovetov vs Lokomotiv: 1,493 fans and 32% promo clicksWe added a draw with Dodo Pizza prizes to the flashlight show. 16.6% of the stadium joined, and 32% of participants clicked the sponsor promoRead
Fan engagement in numbers: Krylia Sovetov vs Lokomotiv9,000 spectators, 1,493 show participants, 362 promo clicks. We break down the funnel and compare it with bannersRead
Event advertising in viewers’ browsers: a promo right after the showAfter the light show a sponsor promo or prize draw opens in viewers’ browsers. In the first test more than 30% of participants clicked throughReadRelated articles
What a sponsor integration after the show looks like: an exampleA mock-up of what a viewer sees on their phone right after the flashlight showRead
Stadium advertising: from boards and scoreboards to fans’ phonesWhat classic stadium inventory delivers and how to get measurable leads from a match: a format breakdown with prices and a case with real numbersRead
Event sponsorship: how to become a sponsor and what you get in returnWhat a sponsor is, how a company becomes an event sponsor, the types of sponsorship and what to demand from the organizer to get leads, not a logoRead
Event lead generation: how to collect viewer contacts without promotersPeople fill in forms at the entrance reluctantly. How a show and a prize draw after it collect contacts from people who are already engagedReadFAQ
- How are clicks measured?
- Analytics on the promo page, UTM tags, goals for a lead or sign-up. We share the numbers after the event
- At which events can the ad run?
- Matches, concerts, festivals, city celebrations. Where we have already done shows: Sirotkin, Nikolay Grinko, Pavel Pikovsky and Vasily Urievsky concerts, Krylia Sovetov matches. For matches see stadium advertising, for organizers for sponsors and organizers
- Can different sectors see different ads?
- Yes. The audience can be split into groups, and each group sees its own promo after the show
- How much does a brand integration cost?
- The base price is the show itself (via the calculator, depends on audience size) plus the sponsor package: a promo page, branded light patterns in the show and a conversion report. We quote the package per task, write to info@gromka.show
- How is it different from regular BTL and sampling?
- BTL campaigns and sampling rely on promoters and reach only those who walk past the stand. Here audience reach equals the number of show participants, and the promo opens on everyone’s phone. It is non-standard advertising with numbers in the report and a native brand integration into the event itself
- Why is it better than a banner or an LED board?
- A banner is seen but can’t be clicked. The promo after the show opens on the phone of a viewer who has just taken part, and every click shows up in the report. More in our article about stadium advertising
- What audience reach does an integration give?
- Reach equals the number of show participants: at Krylia Sovetov vs Lokomotiv it was 1,493 people out of 9,000. Each of them sees the promo on their own phone, cost per contact is in the table above
- Does it suit KHL and RPL sponsors?
- Yes. In football and hockey the show goes before the match or at the break, and the post-show promo opens in fans’ browsers. How stadium advertising works is in a separate article
- What does the post-show promo look like?
- We showed it in a mock-up: a sponsor integration example. It is a page with a gift, a promo code, a prize draw or a campaign link
- How is it different from advertising on venue screens?
- Screen ads show a video to whoever looks that way. Here the promo opens on the phone screen of every show participant, and every click shows up in the report
Media kit for brands
Cases with numbers, promo mechanics, package formats and cost per contact in one document. Leave your email and the media kit opens right away